The Mediterranean Sea Region – the Leader in the Cruise Ship Tourism in Europe

Scientific Journals Zeszyty Naukowe Maritime University of Szczecin Akademia Morska w Szczecinie 2013, 36(108) z. 2 pp. 80–88 2013, 36(108) z. 2 s. 80–88 ISSN 1733-8670 The Mediterranean Sea Region – the leader in the cruise ship tourism in Europe Joanna Kizielewicz Gdynia Maritime University, Faculty Entrepreneurship and Quality Science 81-225 Gdynia, ul. Morska 81–87, e-mail: [email protected] Key words: cruise ship tourism, cruise passengers, the Mediterranean Abstract The main objective of the research is to assess the state of development of cruise ship tourism in the Mediter- ranean. The article also presents main homeports and ports of call and shows the most important cruise shipowners in the Mediterranean. Moreover, there are analyzed available statistical data regarding cruise passengers in the Mediterranean and discussed a few examples of properly prepared port infrastructure for handling cruise ships on the example of ports in: Barcelona, Dubrovnik and Valleta (Malta). The research was realized using a method of desk research, a critical and comparative analysis of available statistical reports and publi- cations and also other scientific materials. Introduction ra” [5]. The Mediterranean is a very valuable area for tourists, attracting hundreds of thousands of “The total worldwide cruise industry is esti- visitors from all over the world, i.e. the USA, Ja- mated at $36.2 billion (a 4.5% increase over 2012) pan, Chin, Germany, France and the Great Britain with 20.9 million annualized passengers carried and the others. The tourist attractiveness of the (a 3.3% increase over 2012)” [1]. According to Mediterranean is determined, first of all, by excel- the European Cruise Council (ECC) the industry lent weather conditions, because tourist season lasts related to cruise ship tourism generated in 2011 in on average from March to October, it means that it Europe €36.7 billion in total output1 [2] and created is longer about 2 or 3 months than in other regions 315,500 jobs (49% direct, 36% indirect and 15% of Europe. In the Mediterranean, there are a number induced) [2]. Moreover CLIA Travel Agent Survey of historical cities with a rich cultural heritage from includes the Mediterranean to the Top Destinations, the ancient times as: Minoan civilization2 and just after Alaska and Caribbean” [3]. Cruise pas- Mycenaean civilization3 or Ancient Rome. For this sengers accounted for around 3% of all maritime reason, the Mediterranean has a competitive ad- passengers in the EU-27 but the Mediterranean Sea vantage over other tourist destinations of Europe. basin has a share approximately two thirds (66.5%) “Cruise tourism can have particularly positive of all cruise passengers in the EU [4]. and immediate impacts on parts of Southern Europe “The Mediterranean Sea is an inland sea sur- which are particularly suffering from the economic rounded by Asia, Europe and Africa. In the west, downturn” [6]. In the Mediterranean, the port cities the sea is connected with the Atlantic Ocean by the are well adapted for handling cruise ships, and Strait of Gibraltar. In the east, it is linked to the Red some of them, such as e.g. Barcelona, support more Sea and the Indian Ocean by Suez Canal, and the than 2 million passengers annually. Local authori- Black sea at the Dardenalles and the sea of Marma- ties of port cities and all relevant organizations in 1 By definition, total output includes all intermediate 2 one of the oldest civilization of the bronze age in the inputs, taxes net of subsidies, net surplus (profits, net Mediterranean. interest, dividends and other items) and employee 3 the oldest culture in Continental Greece on the compensation. Peloponnesos. 80 Scientific Journals 36(108) z. 2 The Mediterranean Sea Region – the leader in the cruise ship tourism in Europe the Mediterranean appreciate the value of appropri- 1980, the industry has experienced an average ate reception of cruise ships. It’s a huge source of annual passenger growth rate of approximately revenues for ports, tour-operators, catering industry 7.2% per annum” [7]. and shopping services. In Europe, “the dominance of the Mediterranean The article gives the results of the analysis of the Sea basin, which was apparent for all maritime cruise tourism market in the Mediterranean. The passenger transport, (…) accounting for approxi- article consists of three parts and a summary. In the mately two thirds (66.5%) of all cruise passengers first part of the article, the main marine destinations in the EU” [4]. “The Mediterranean Sea basin is in the Mediterranean are described. In the second considered to be one of the most famous cruise part, the major homeports and ports of call in the destinations in Europe thanks to numerous histori- Mediterranean are presented and there are charac- cal monuments, long sailing traditions, and first of terized a few examples of organizational and tech- all, excellent weather conditions, that cause that nical preparation of ports for handling of cruise a tourist season for cruise travels lasts up to eight ships. In the last part of the work, a brief analysis months” [9]. of the offers proposed by leading shipowners In Europe, Italy is the most famous cruise tourist operating in the Mediterranean, are included. The destination in Europe, because its share is at the article ends with a summary where it is indicated level of 23%. However, Spain is on the second the reasons why the Mediterranean has a compe- place with a share at 18.7%, and Greece is on the titive advantage among other sea regions in Europe third place – 17%. Only these three countries in the as far as cruise ship tourism is concerned. Mediterranean have the total share at the level of 58.7% in the cruise tourism market in Europe The Mediterranean Sea Region (Table 1). on the cruise ship market Table 1. European Cruise Passengers by Country of Destina- According to G.P. Wild (International) Limited tion, 2011 (own study on the base of [8]) and Business Research and Economic Advisors, Country Passengers Share of Total who were engaged by the European Cruise Council Italy 6,471,000 23.0% (ECC) “nearly 6.2 million European residents Spain 5,255,000 18.7% booked cruises (…), representing around 30% of all Greece 4,780,000 17.0% cruise passengers worldwide. An estimated 5.6 France 2,167,000 7.7% Norway 1,947,000 6.9% million passengers embarked on their cruises from Portugal 1,069,000 3.8% a European port (…). Of these around 4.8 million United Kingdom 648,000 2.3% were European nationals and about 0.8 million Sweden 517,000 1.8% came from outside Europe. The vast majority of Denmark 483,000 1.7% Malta 445,000 1.6% these cruises visited ports in the Mediterranean, the Estonia 443,000 1.6% Baltic and other European regions, generating 28.1 Finland 356,000 1.3% million passenger visits at a total of around 250 Gibraltar 329,000 1.2% European port cities” [2]. Germany 315,000 1.1% Benelux 311,000 1.1% 3.0 Cyprus 259,000 0.9% Ireland 160,000 0.6% 2.5 Iceland 137,000 0.5% 2.0 Poland 83,000 0.3% Other EU + 3 229,000 0.8% 1.5 EU+3 26,404,000 93.9% in million in 1.0 Other Europe 1,707,000 6.1% Total 28,111,000 100.0% 0.5 Number of passengers of Number 0.0 Cruise ship destinations in the 2008 2009 2010 2011 Year Mediterranean Sea Region Fig. 1. Cruise visitors to Europe from 2008 to 2011 (own study The sea ports handling cruise ships are generally on the base of [8]) devided into three main kinds so called: homeports, It is worth noting, that the increase in the num- ports of call (transit ports) and hybrid ports. The ber of cruise passengers travelling in Europe from homeports are the units where cruise ships start and 2008 to 2011 amounted to 29.5%. In 2008, 21.7 end cruises and for these reasons, there are prepared million cruise passengers registered, and in 2011 – to deliver a full range of reception services for until 28.1 million cruise passengers (Fig. 1). “Since hundreds of thousands of tourists such as: accom- Zeszyty Naukowe 36(108) z. 2 81 Joanna Kizielewicz modation, catering, shopping, tourist amenities and Genoa also a rich offer of supporting services. These ports Savona 7% Barcelona have perfect communication accessibility by: air, 7% 23% rail and road, On the other side, the ports of call deliver mainly shopping and tourist services for Palma cruise ship passengers. While the hybrid ports Majorca combine both of these features. 12% According to O. Bagis and M. Dooms “homeports should be strategically located in a geograph- ic area in which attractive inland destinations and port cities are abundant and at close proximity; Piraeus Civitavec- thus cruise lines need to design competitive and (Athens) chia flexible itineraries. Sufficient airline connectivity of 14% 21% the homeport city is another vital element in terms Venice of passenger satisfaction and schedule reliability of 16% the itineraries, given the global market within Fig. 2. Passengers in the major European home ports in the which costumers are recruited” [10]. Some authors Mediterranean Sea Region (own study on the base of [8]) home ports call a base port and e.g. according to F.M. Collison “a base port is the point that a cruise Table 2. Passengers in the major European home ports in the Mediterranean Sea Region (own study on the base of [8]) ship uses as its home port of call.

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